InterMedia Insights 7.18.2016

Hot Media Trends for July 18, 2016

Real-time consumer data provider Neustar and Dish Media Sales have formed an addressable TV targeting and measurement partnership. The partnership with Neustar adds to Dish’s consumer profiles, giving marketers more granular options in targeting Dish’s nearly 8 million U.S. addressable TV homes. The companies say it allows brands to reduce “wasted media spending” and to measure the overall effectiveness of marketing activities. With Neustar and Dish, advertisers can build addressable TV audiences based on their own customer relationship management data (CRM), a partner’s or third-party data. (Read More on MediaPost)

As Pokemon Go mania sweeps the country—with everyone from film studios to small-business owners scrambling to cash in on the frenzy—the cable networks and streaming services with rights to Pokemon series and movies have found themselves with an unexpected summer bonanza. Now those networks, including Hulu and Cartoon Network, are hoping to benefit from the sudden, rabid interest in the Pokemon Go mobile app. Nintendo’s mobile app has increased the gaming company’s value by $7 billion and racked up more than 6 million mentions on Twitter. Now, everyone wants in on the financial windfall. The game, which helped usher augmented reality into the mainstream, is inspiring and boosting small businesses, and a deal is already reportedly in the works for a Pokemon Go movie. Cartoon Network and sister network Boomerang have linear rights to the long-running series, while the three big SVODs (Netflix, Amazon and Hulu) also have a significant lineup of Pokemon movies and series. The average minutes of Pokemon content viewed on Hulu has increased by double digits, according to the network. (Read more on ADWEEK)

Connected TV marketing platform company ColorTV has picked up $1.5 million in seed funding, led by Foxconn, the San Francisco start-up announced. The data and advertising company caters to Apple TV, Android TV and Amazon Fire TV, offering discovery and analytics solutions for connected TV and over the top platforms. “Television advertising is king, with over 172 billion spent globally each year, yet brands can not predictably market on TV like they can online,” said Giancarlo Maniaci, CEO and cofounder of ColorTV, in a statement. “ColorTV is helping to change that. With the rise in cord cutting, growth in Connected TV and newly launched Apple and Android TV app stores, ColorTV simplifies marketing on TV like it’s done on the internet.” “The Apple TV and Android TV/Chromecast ecosystem will finally enable marketers to track and run TV campaigns in real-time and target more predictively. This is a huge win for TV, and will let marketers better navigate advertising in living rooms across the globe,” Maniaci said. (Read More on BROADCASTINGCABLE.COM)

US consumers spend an average of 35 hours per week watching live and timeshifted television, Q1 2016 research revealed. Older consumers spend more time viewing content on this platform than their younger counterparts. Research from Nielsen found that US consumers ages 65 and older spend an average of 51.5 hours a week watching live TV and timeshifted TV. In contrast, consumers ages 18 to 24 spend an average of a bit more than 16 hours—less than a third as much time. Older consumers also spend a significant amount of time with AM/FM radio, then other media and devices, like smartphone apps or game consoles. According to eMarketer, growth in time spent with media is slowing. And traditional TV, despite a downward trajectory, remains the single largest part of US adults’ media day. TV time far exceeds time spent on any one component of the overall “digital” category. (Read More on eMarketer)

Marketing Math – How to Back Into a Budget for Advertising

Check out our latest blog post to explain how to effectively build a budget for your advertising. We cover the key points of:

Determine what ratio of advertising spend to profit margin you can afford.

Determine what your Conversion Rate is for current leads to become customers.

From that number, determine what your maximum Cost Per Lead needs to be.